"CECP: Magnifying Impact"
Designer(s): Sven Seger, Chief Creative Officer
Mark Thwaites, Executive Creative Director
Joo Yeon Chae, Design Director
Jooh Jin, Senior Designer
Ju Hyun Lee, Senior Designer, United States
Category: , Professional
User's Profile : -
CECP was founded in 1998 by actor/philanthropist Paul
Newman and a group of influential business leaders with
the mission of encouraging corporate giving. By bringing
together senior executives from the world’s leading
companies, CECP aimed to help them co-develop
answers to the most pressing societal challenges. Over
the course of 15 years, the small collective became a
widely-respected platform—but there was room, still, to
grow. FutureBrand worked with CECP to reshape its
charter and make it more relevant to the next generation
of global leaders.
Our goal was to help this visionary organization find
renewed prominence in the growing blur of philanthropic
terms, groups and causes. In order to remain top of
mind and make a more lasting impact, the organization
needed to clarify how it was different and inspire active
participation from over-solicited Fortune 500 CEOs.
It was clear that CECP wouldn’t differentiate itself in the
near-term by focusing on a single cause or competing
with organizations that did. Instead, FutureBrand helped
the group define a new role for itself within the sphere of
corporate social investments—and by extension, a new
role for the business leaders who champion their causes.
CECP could become a platform in which the collective
power of companies’ knowledge, influence and
investments was magnified in visible, trackable ways.
FutureBrand brought this insight to life by reimagining
the separate but complementary experiences of CEOs
and CGOs by developing a new suite of inspiring visual
tools and messages tailored to each experience. The
cornerstone of this work is a new brandmark, which
transforms the organization’s image as a static
endorsement to that of a dynamic, multiplying force. As
a result of this work, CECP can claim its role as a longer
lever for its change efforts, made possible through the
peer-driven participation of member organizations.
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